Why Mobile Users Expect a Better Experience

By Dennis McCafferty  |  Posted 03-01-2016 Email

The majority of users say companies are falling short of expectations in providing a satisfactory mobile experience, according to a recent survey from Sitecore. Specifically, mobile consumers are looking for better overall user experiences, more continuity and improved customer service. The stakes are high, given that a positive mobile experience contributes greatly to brand loyalty and online purchase decisions. And, within the next three years, users will expect businesses to do an even better job in personalizing the mobile experience, while ensuring that their personal information is secure. "People expect businesses to design a thoughtful mobile experience that helps them go through their journey," said Brian Solis, analyst and author of the Sitecore ebook, Mobile is Eating the World. "They want businesses to understand their intent and design content, paths and outcomes that align with the context of each moment of truth. They don't want generic click paths, 1990s Websites, marketing-speak, gimmicks or friction." A total of 4,500 global consumers took part in the research, which was conducted by Vanson Bourne.

Dennis McCafferty is a freelance writer for Baseline Magazine.


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